[Client] rebuilds search around the pages that produce pipeline
[One paragraph on the audit, the architecture change and the movement in qualified enquiries.]
Related service: SEO
Photo: Pexels
Problem
[Rankings on terms that did not convert, and no ranking on the terms that did.]
Constraints
[Existing CMS, a page count that could not grow, a brand vocabulary that differs from search vocabulary.]
Decisions
[Information architecture, internal linking, the intent map, what gets consolidated and what gets written.]
Trade-offs
[Pages merged and redirected, topics postponed, the technical debt accepted for the first quarter.]
Results
[Indexed pages, ranking movement on the intent map, cost per qualified lead against paid.]